Tag: Horowitz Research

Horowitz Research finds younger audiences are driving a shift toward interactive TV experiences that blend live content with social and shopping features. Nearly half of viewers aged 18–34 engage with TV content through social media or live reactions, while a…

Consumers are demanding more comprehensive bundles that go beyond streaming to include lifestyle services like fitness, smart home, and niche subscriptions. New research from Horowitz and Bango reveals frustration with subscription complexity, pointing to growing interest in platforms that centralize…

Horowitz Research’s 2025 survey shows streaming now accounts for 61% of weekly TV viewing, a sharp rise from 45% in 2024 and just 38% in 2020, while traditional TV viewing has dropped to 35%. Live content consumption is also shifting,…

A Horowitz Research survey reveals that 43% of streaming consumers have signed up for subscription-based services after discovering a TV series on a free, ad-supported streaming TV (FAST) platform. Conversely, 53% of users reduced their spending on subscription services due…